Display Network targeting for e-Commerce

Targeting options on the Google Display Network (GDN) have come a long way since Google first introduced contextual targeting. We review the range of targeting options now available and discuss best practices along the way. Keyword contextual targeting (KCT) Placement targeting User targeting Keyword contextual targeting (KCT) Keyword contextual targeting shows your ads alongside content [...]

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View-through conversions: fact or fiction?

View-through conversions are a controversial and hotly debated topic in Search. We make the case for and against view-through conversions, and suggest ways to report view-through conversions for your campaigns. In this post: How view-through conversions work Chance, not causation The value of display advertising The “true lift” in conversions View-through conversion tracking ROI calculations [...]

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Barack Obama’s Content Strategy

Barack Obama’s blog was a powerful marketing platform for the 2012 presidential candidate – it helped raise funds, drive engagement and deliver a win. It was also an impressive publishing outlet in its own right, with close to 10 new posts every day. We review Barack Obama’s blog content strategy to draw insights for your [...]

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301 redirects 101

A 301 redirect is a powerful way to tell search engines that a page on your site, or your entire domain, has permanently moved to a new address. A 301 will redirect users to the correct page, avoid 404 errors and help preserve your search engine rankings. In this post, we discuss: When to use [...]

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How to test your website for different browser sizes

Growth in mobile traffic and the fragmentation of devices has made it harder then ever to deliver a consistent user experience. If content that matters is pushed out-of-sight, your conversion rates could take a turn for the worst. Here’s how to test your website for different browser sizes. Browser-size analysis with Google Analytics You can [...]

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Understanding search intent

Understanding a visitor’s goals and responding with tailored ads and landing pages could transform your PPC campaigns – through higher click-through rates, lower bids and higher conversion rates. This post discusses 3 different types of search queries and suggests ways in which you can build them into your campaigns. Three types of searches Search queries [...]

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A “hub and spoke” SEO content strategy

It’s common knowledge that the “long tail” is where the bulk of searches lie. However, connecting with users searching across the incredibly diverse web of search phrases can be a challenge. Solutions exist in the form of user generated content, content management systems and more. This post discusses an approach that I have used with [...]

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Implement “rel=author” to claim authorship

Google has just made it easier for authors to identify their content on the web. Find out how you can claim authorship over the content you create. Google can show author names and pictures directly in search results alongside the content they create. This conveys trust, authority and also draws the eye, helping you drive [...]

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10 Essential Landing Page Optimization Tips

Landing pages can make or break your online marketing campaigns. Maximize conversion rates with our guide to 10 tried-and-tested landing page optimization tips: 1. Front-load your content. Pull important content as high as possible above the fold. Start your headings and paragraphs with the key selling points and other important information. Write in order of [...]

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Buyers buy benefits

It’s a golden rule of business that “buyers buy benefits”. However, landing pages often place too much emphasis on product features over benefits. Optimize your pages for style and substance. Why benefits matter Communicate on benefits to create an emotional connection with buyers and help trigger buying decisions. Benefits will also support your asking price [...]

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